Macy's Masterplan

Herald Square, NYC

The brief

Macy’s is possibly one of the most iconic American department stores and their New York Herald Square flagship is the largest store in the world. Our brief was to study the brand and the store and to articulate a tangible vision for its future development, identifying the main goals and opportunities from a commercial, environmental and brand image point of view.

Our approach

The approach involved getting under the skin of the brand and working closely with the Macy’s team to set out the store’s strategy and explore all potential routes. The Master Plan's aim was to observe, interpret, translate and visualise thoughts and ideas, bringing a fresh eye to the store plans and a wider vision to the Macy’s brand. Our remit also included the design scheme for a number of floors within the store.